© by Pamela Vale; all rights reserved.
Retailing jewelry involves so much more than creating beautiful, wearable designs. Here are some important lessons I’ve learned regarding customer psychology, and how small changes can result in more jewelry sales:
8 Lessons in Retailing Jewelry
1. Most people don’t look up.
I don’t know why, and I don’t think I believed that theory, until I started paying attention at shows… and even notice myself doing it! Watch where people spend most of their time looking. Usually it’s low; so keep most of your stock low.
2. Most people don’t want to “work”.
Do the thinking for them. For example, display matching or coordinating items together. I have found that sometimes people don’t trust their own choices and find it helpful to have that decision made for them.
3. Most people won’t ask for prices if something is in a case.
Again, I even find myself guilty of this. I found customers will browse longer if they can see the prices clearly.
4. Most people like to get something for nothing.
Offer a raffle, frequent buyer offer, two for the price of one, even something as simple as complimentary gift wrap or fabric pouches. Special offers generate excitement and can increase traffic to your show or site.
5. Most people want what other people have.
If people are milling around, it is natural for others to be curious about what they are looking at. I have found that even one or two people trying on jewelry or focused on your display will draw more people.
6. Most people don’t want to mess up your display.
While your display might be very beautiful and expertly executed, displays that look “too perfect” are much less inviting and can be very intimidating. Having your pieces easily accessible will make your customers feel more comfortable picking something up to try on.
7. Give them a choice.
If possible, schedule your jewelry show for multiple days. It just makes sense all around. Set up once – good for you. Offer viewing and shopping choices – good for your clients.
8. Maybe most importantly – be legal.
Check with your local state tax board to find out what licenses or ID numbers you need for running your retail jewelry business. The paperwork probably doesn’t cost as much as you think, and it’s generally fairly easy.
In my state, my retail sellers permit costs $10 for the whole year. It’s a single form and I file taxes quarterly. The taxes come from your customers, so other than your annual fee, nothing comes out of your pocket.
If you are in business and selling your jewelry, obtaining a business license can really help. It can save you money by making it possible to buy your supplies wholesale. It can open additional selling options by enabling you to enter shows and festivals. And it just feels good to be an adult and take care of your responsibilities.
Try these ideas for retailing jewelry from your customers’ viewpoint, and watch what happens to your sales!
Author Pamela Vale of Creative Potential creates handmade jewelry and accessories, with vintage and new materials. Her website is home of The Family Jewels – custom, handmade, personalized “future heirlooms” sculpted in silver, embellished with vintage and semi-precious birthstones.